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Developing the Right Brand Voice

Emily Del Favero

Find your brand voiceWhat does your brand voice sound like? If your brand were human, how would you describe its personality? Now that communication is literally at our fingertips every millisecond of the day, finding a voice from which to speak to your audience is paramount. From website content and marketing collateral to sales pitches, presentations, and social media channels, the tone of your communication and writing style ties directly to your brand personality and how customers perceive you. A defined, strategic message positions your brand as an easily identifiable and credible source in your area of expertise.

When determining your brand’s voice, it is essential that the tone and vocabulary align with your brand’s value, mission, and business goals.

Brand Voice Shout-out: Harry’s

Let’s take a look at Harry’s. Harry’s sells competitively priced, high-quality shaving products and subscriptions for men online. Their brand voice: clean, simple, straightforward. If you scan their website, the language does not contain any fluffy adjectives or lengthy paragraphs. Their vocabulary is smart, yet casual and easy to understand.
After you’ve decided on your brand’s voice, it’s important to not only fine-tune your vocabulary but also align the tone with the visual language of your brand. Harry’s no-nonsense voice translates to their logo, website, content, simple color palette, product design, packaging, shave plan subscriptions, etc. Every aspect of their business mirrors the tone of their messaging, giving them a well-rounded, consistent brand experience.

Next up: Developing the right message

Marrying the tone and voice of your brand with its visual aesthetics (photography, logo, color palette, typeface, product offerings, marketing campaigns, etc.) attributes to the holistic essence of your brand. Ultimately it affects how consumers perceive and interact with your business.

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